Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast sales of men’s and women’s shaving products and depilatories, 2006-16
- Companies, brands and innovation
- Brand share by sector
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- Figure 2: Manufacturers’ shares in UK value sales of men’s and women’s shaving and hair removal, by sector, 2011
- Innovation
- The consumer
- Essential nature of shaving products guarantees a firm consumer base
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- Figure 3: Types of shaving and hair removal products/services used, March 2012
- Key product features behind purchasing decisions
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- Figure 4: Most important features when purchasing shaving creams, gels, foams or oils, March 2012
- Quick and easy use important to time-strapped consumers
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- Figure 5: Attitudes towards shaving/hair removal products, March 2012
- What we think
Issues in the Market
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- Can the current consumer base be expanded?
- Which products have potential to expand usage?
- Do own-labels stand a chance?
- Is the permanent hair removal sector a threat?
Future Opportunities
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- Trend: Retired For Hire
- Trend: Perfecting the Details
Internal Market Environment
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- Key points
- Attitudes towards appearance
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- Figure 6: Trend in attitudes towards personal appearance, by gender, 2007-11
- Visiting beauty salons
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- Figure 7: Average temperature and total number of sunshine hours in the UK, 2004-11
Broader Market Environment
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- Key points
- Population trends by socio-economic group
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- Figure 8: Forecast adult population trends, by socio-economic group, 2011-16
- Influence of changes in demographic profile of population
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- Figure 9: Trends in the age structure of the UK population, by gender, 2006-16
- Male market
- Female market
- Uncertain economic climate continues to put pressure on brands
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- Figure 10: GFK NOP Consumer Confidence Index, January 1988-April 2012
- Shifts in shopping habits
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- Figure 11: Changing grocery shopping habits, January 2009-December 2011
Who’s Innovating?
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- Key points
- New product launches
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- Figure 12: New product launches in the UK shaving and depilatories market, % share, by sector, 2007-11
- Figure 13: New product launches in the UK shaving and depilatories market, % share, by launch type, 2007-11
- Shaving preparation launches – gently does it
- Depilatory launches – long-lasting results
- Razor launches – comfort is key
- New product launches by claim
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- Figure 14: New product launches in the UK shaving and depilatories market, % share, by claim (top ten), 2007-11
- New product launches by company
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- Figure 15: New product launches in the UK shaving and depilatories market, % share private label vs. brands, 2007-11
- Figure 16: New product launches in the UK shaving and depilatories market, % share, by company, 2011
Strengths and Weaknesses
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- Strengths
- Weaknesses
Competitive Context
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- Key points
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- Figure 17: UK retail value sales of selected personal care categories, 2006-11
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- Figure 18: Trends in men’s usage of selected toiletries, 2009-11
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- Figure 19: Trends in women’s usage of selected toiletries, 2009 and 2010
Market Size and Forecast
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- Key points
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- Figure 20: UK retail value sales of men’s and women’s shaving products and depilatories, 2006-16
- Future of the market
- Forecast
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- Figure 21: Best- and worst-case forecast sales of men’s and women’s shaving products and depilatories, 2006-16
Segment Performance
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- Key points
- Category performance
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- Figure 22: UK retail value sales of men’s and women’s shaving products and depilatories, by sector, 2006-16
Market Share
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- Key points
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- Figure 23: Companies estimated value shares of UK sales of shaving preparations, 2011
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- Figure 24: Companies estimated value shares of UK sales of depilatories, 2011
Companies and Products
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- BiC
- Church & Dwight
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- Figure 25: New product launched by Church & Dwight, January 2011-April 2012
- King of Shaves
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- Figure 26: New products launched by King of Shaves, January 2011-April 2012
- Philips
- P&G
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- Figure 27: New product launched by Gillette, January 2011-April 2012
- Reckitt Benckiser
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- Figure 28: New product launched by Veet, January 2011-April 2012
- Remington
- Wilkinson
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- Figure 29: New products launched by Wilkinson Sword, January 2011-April 2012
- Boots
- Superdrug
Brand Communication and Promotion
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- Key points
- Annual adspend
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- Figure 30: Main media advertising expenditure on men's and women's shaving and hair removal products, 2007-11
- Spend by media type
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- Figure 31: Main media advertising expenditure on men's and women's shaving and hair removal products, % share, by media type, 2007-11
- Spend by company
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- Figure 32: Main media advertising expenditure on men's and women's shaving and hair removal products, by advertiser (top ten), 2007-11
- Figure 33: Main media advertising expenditure on men's and women's shaving and hair removal products, by brand (top ten), 2011
Channels to Market
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- Key points
- Retail distribution
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- Figure 34: UK retail value sales of men’s and women’s shaving and hair removal products, by outlet type, 2010 and 2011
The Consumer – Usage and Frequency
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- Key points
- Men
- Use of razors and shavers
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- Figure 35: Use of razors/razor blades and electric shavers, 2006-11
- Types of razors or shavers used
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- Figure 36: Types of razors/razor blades and electric shavers used, 2006-11
- Usage of shaving preparations
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- Figure 37: Use of shaving foam/gel/cream, 2008-11
- Types of shaving preparations
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- Figure 38: Types of shaving preparations used in the last 12 months, 2008-11
- Women
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- Figure 39: Use of hair removers/razors, 2008-11
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- Figure 40: Types of hair removers used most often, 2006-11
The Consumer – Shaving and Hair Removal Products/Services Used
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- Key points
- Types of shaving and hair removal products used
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- Figure 41: Types of shaving and hair removal products/services used, March 2012
- Usage of shaving and hair removal products by gender
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- Figure 42: Types of shaving and hair removal products/services used, by gender, March 2012
- Types of shaving and hair removal products/services used
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- Figure 43: Types of shaving and hair removal products/services used, by gender, March 2012
- Men prefer refillable over disposable manual razors
- Using shaving preps to achieve a clean shave for work
- Women are low users of electric/battery-operated razors...
- …but they are heavier users of hair removal products
- Hair removal services appeal to affluent women
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- Figure 44: Repertoire of types of shaving and hair removal products/services used, by gender, March 2012
The Consumer – Important Product Features When Buying Shaving Preparations
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- Key points
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- Figure 45: Product features that are most important when purchasing shaving creams, gels, foams or oils, March 2012
- Moisturising/hydrating and for sensitive skin are the most important product attributes
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- Figure 46: Product features that are most important when purchasing shaving creams, gels, foams or oils, March 2012
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- Figure 47: Product features that are most important when purchasing shaving creams, gels, foams or oils, by attitudes towards shaving/hair removal products, March 2012
The Consumer – Buying Behaviour for Shaving and Hair Removal Products
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- Key points
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- Figure 48: Buying behaviour for shaving and hair removal products, March 2012
- Buying on promotion
- Brand loyalty
- Brand switching
- Buying the cheapest brands
- Experimenting with new brands
- Buying the best regardless of price
The Consumer – Attitudes towards Shaving/Hair Removal Products
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- Key points
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- Figure 49: Attitudes towards shaving/hair removal products, March 2012
- Shaving/hair removal is time-consuming for full-time workers
- Own-label threat
- Each on their own merit
The Consumer – Electric/battery hair removal
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- Key points
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- Figure 50: Types of shaving and hair removal products/services used, by gender, March 2012
- The perfect remedy?
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- Figure 51: Attitudes towards electric shavers/hair removal products, March 2012
Appendix – Internal Market Environment
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- Figure 52: Attitudes towards personal appearance – men, by demographics, 2011
- Figure 53: Attitudes towards personal appearance – women, by demographics, 2011
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- Figure 54: Frequency of visiting beauty salons, by demographics, 2011
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Appendix – Consumer – Usage and Frequency
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- Figure 55: Use of razors/razor blades and electric shavers, by demographics, 2011
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- Figure 56: Use of shaving foam/gel/cream, by demographics, 2011
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- Figure 57: Use of hair removers/razors, by demographics, 2011
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- Figure 58: Most popular shaving and hair removal products/services used, by demographics, March 2012
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- Figure 59: Next most popular shaving and hair removal products/services used, by demographics, March 2012
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- Figure 60: Other shaving and hair removal products/services used, by demographics, March 2012
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- Figure 61: Least popular shaving and hair removal products/services used, by demographics, March 2012
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- Figure 62: Repertoire of shaving and hair removal products/services used, by demographics, March 2012
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Appendix – Consumer – Shaving and Hair Removal Products/Services Used
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- Figure 63: Most popular shaving and hair removal products/services purchased, by demographics, March 2012
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- Figure 64: Next most popular shaving and hair removal products/services purchased, by demographics, March 2012
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- Figure 65: Other shaving and hair removal products/services purchased, by demographics, March 2012
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Appendix – Consumer – Important Product Features When Buying Shaving Preparations
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- Figure 66: Most popular product features that are most important when purchasing shaving creams, gels, foams or oils, by demographics, March 2012
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- Figure 67: Next most popular product features that are most important when purchasing shaving creams, gels, foams or oils, by demographics, March 2012
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Appendix – Consumer – Buying Behaviour for Shaving and Hair Removal Products
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- Figure 68: Buying behaviour for shaving creams, gels, foams, oils, by demographics, March 2012
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- Figure 69: Buying behaviour for disposable razors, by demographics, March 2012
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- Figure 70: Buying behaviour for refillable razors, by demographics, March 2012
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Appendix – Consumer – Attitudes towards Shaving/Hair Removal Products
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- Figure 71: Most popular attitudes towards shaving/hair removal products, by demographics, March 2012
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- Figure 72: Next most popular attitudes towards shaving/hair removal products, by demographics, March 2012
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- Figure 73: Other attitudes towards shaving/hair removal products, by demographics, March 2012
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Appendix – Consumer – Electric/battery Hair Removal
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- Figure 74: Most popular attitudes towards electric/battery shavers, by demographics, March 2012
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- Figure 75: Next most popular attitudes towards electric/battery shavers, by demographics, March 2012
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